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Digital Marketing

Digital Marketing – My Perspective Part 1.

While most of us are still trying to figure out what digital marketing is all about and whether it can contribute to a more sustainable marketing environment to help our business grow and expand its realms, some prefer to make do with what the market have to offer – short term tactical approaches.

These approaches have little or no impact on brand equities and perhaps at best, it is treated as an effective tool or media in realizing our strategic marketing components. What most people wouldn’t realize is that digital marketing is destined to lead future marketing endeavours whether you like it or not.

Here is my version of what digital marketing is and will probably change the way of how you look at it, thus opening up a whole new world of marketing opportunities for your business irregardless of which industry you are in.

Let us begin with what digital marketing entities are advocating these days. You have heard a lot about social media marketing, urging you to engage the audience and mitigate your brand, you have heard about internet marketing, telling you to go for top search engine ranking positions in your niche, capture and build your opt-in lists and then manage your customers through the delivery of quality content, perhaps every now and then you might hear traditional ad agencies selling the experential marketing concept by creating memorable online experiences through personalization to create desires toward brand propositions.

The effectiveness of these marketing techniques and methodologies are indeed apparent in their own unique approach. But if you really look deeper into the foundation of what drive these concepts, it all boils down to only one simple orchestrated routine – the interactive process.

Engaging customers, activating conversations, mitigating comments,experential branding, all these drive INTERACTIVITY. By deploying these sequential techniques in your digital marketing campaigns, interactive sessions are then born out of these ‘conversations’. This is when we can start to talk about building `real’and practical branding experience that can be measured and quantified of its value in tangible forms. The longer the interaction, the longer the brand experience and the higher the value it produces. For me personally, this brings a whole new meaning to the `recall’ factor, which had seem to elude us for quite sometime now as far as advertising communications is concern.

The interactive process engage the customer into a series of actions. These actions are actually customers touchpoints that goes on rapidly during the course of the process, which can be cleverly navigated by communications experts. The skillful execution of these customer touchpoints will see to it that customer will indeed be influenced by the tone of voice, your brand is trying to convey and anticipate. And by completing each interactive process, one can gauge the level of results tangibility and conversational value to arrive at whether your digital marketing campaign have been meaningful or otherwise.

In part 2, we will take a look at what makes an interactive process efficacious.

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About Pete WP Fong

Pete is the Digital Marketing & Social Media Consultant of DMC Engage365, pioneering the landscapes of digital marketing with huge ambitions to bring local brands to virtual life

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